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Emailers Avoid, Ignore Do-Not-Email Registries

In Michigan and Utah, email marketers are either unaware of the child-protection do-not-email registries, are ignoring them, or are working around them en masse.

According to the laws, any marketer who wants to include anything in a commercial email that is illegal for minors to view or buy must scrub their lists, on a monthly basis, for $5 (in Utah) or $7 (in Michigan) per thousand address screened, writes Direct Magazine. But so far, the registries have fallen far short of projections.
Trevor Hughes, chief executive of the E-mail Sender and Provider Coalition, says that, for companies that know of the registries but aren’t using them, their reasons for not using them vary. Some companies are adjusting their business practices so they don’t send mail to people who are residents of those states. That’s a difficult proposition, however.

Hughes points out that well-known, national and international companies such as Anheuser-Busch are using the registries.